Hype matters applicant attraction: Study on type of publicity and recruitment advertising
學年 99
學期 2
出版（發表）日期 2011-04-01
作品名稱 Hype matters applicant attraction: Study on type of publicity and recruitment advertising
作品名稱（其他語言）
著者 Lee, Chun-Hsien; Hwang, Fang-Ming; Wang, Mang-Lin; Chen, Po-Hao
單位 淡江大學企業管理學系
出版者 Lagos: Academic Journals
著錄名稱、卷期、頁數 African Journal of Business Management 5(7), pp.2734-2741
摘要 This research studies the effects of publicity and recruitment advertising on applicant attraction. With manipulating publicity and recruitment advertisements design, participants with between-group designs were randomly assigned to groups. This study used a fictitious company and designed publicity and recruitment advertisements to understand which recruitment advertisement could improve applicants’ organizational attractiveness while it received varying publicity. The results reveal that detailed recruitment advertisement was associated with higher advertisement truthfulness, advertisement informativeness, appropriateness, attitude toward the advertisement, and the organizational attractiveness. When receiving negative publicity, detailed recruitment advertisement could further improve applicants’ organizational attractiveness. Besides, negative rather than positive publicity interferes with the impact of recruitment advertisement to a greater extent.
關鍵字 Recruitment; publicity; applicant attraction
語言 en
ISSN 1993-8233
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者 Hwang, Fang-Ming
審稿制度 是
國別 NGA
公開徵稿
出版型式 電子版
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